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CHAPTER – 1

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1.1 INTRODUCTION

Brand Awareness
The likelihood that consumers recognize the existence and availability of a company's product or service Creating brand awareness is one of the key steps in promoting a product. Brand awareness is an important way of promoting commodity-related products. This is because for these products, there are very few factors that differentiate one product from its competitors. Therefore, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales. For example, in the soft drink industry, very little separates a generic soda from a brandname soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of brand awareness equates to higher sales and also serves as an economic moat that prevents competitors from gaining more market share.

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1.2 NEED FOR STUDY
The changing trends in the Indian society lead consumers. The food industry is prospering in India with eleven existing companies and different models are being produced by each of the company. Heritage, Reliance fresh and Spencer’s being a standard company holds a major share in the Indian market. With increase in competition it is releasing new models of foods with a less time gap between one and the other. Due to the fewer gaps between one and the other, many models are left unaware. Thus, this study helps to know the level of brand awareness of Heritage, Reliance fresh and Spencer’s, and impact of advertisement in creating brand awareness.

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3 OBJECTIVES OF THE STUDY
Primary Objective: The main objective of the study is to know the level of brand awareness of Heritage.1. Reliance fresh and Spencer’s Secondary Objectives: 1 2 3 4 5 6 To study the level of brand recall and brand recognition rate. To study the role of advertisements in motivating people towards brand To collect the response of the customers towards Brands To analyze the factors responsible in making the buying decisions of customers To know the customers readiness towards innovative products To study the processes that are implemented in Heritage. Reliance fresh and Spencer’s launching new products in to the store 7 To acquire the knowledge about present prevailing scenario in the field of innovative products
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3 The study is of studying the customers’ trends and response towards the new and innovative products in particular stores.1.4 SCOPE OF THE STUDY
1 2 The scope of the study limits to only a particular store in Hyderabad The study is conducted on 50 customers selected by sampling methods in each store.
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i. This data can be collected in various methods like survey. Group Discussion etc. Customers are selected randomly and survey is conducted.1. for collection of primary data the survey method is used..
Sources of data: The classification of data is very important procedure in this
concept.
1. feedback. which involved predetermined questions. Primary data 2. A Direct structured questionnaire has been asked to all the respondents in the sample followed by direct personal interviews.
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.e.
Data collection: The information is collected through questionnaires and personal
interviews.5 Research Methodology
Research design: The study is undertaken to assess the customer trends and their
responses towards the efficient brands in Hyderabad. Secondary data Primary Data: The primary data is very important source for to make suggestions to
the title obtained. But it involves high risk and huge expensive method to get the facts. The structured questionnaire contained a form list of question framed so as to get the facts. The collected data can be classified into two types. interviewing.

The survey was conducted in the form of an interview among randomly chosen sample of 50 consumers of Heritage. the sample method followed is random sampling method. The probability random sampling method is stratified random sampling. Annual reports of the organization and other published data.Secondary Data
Collection of secondary data is very easy compared with primary data. Reliance fresh and Spencer’s.
Sample selection
The information is planned to be collected by sample method. But this data is also very important for the growth of an organization.
Sample size:
The sample size consists of 50 consumers in each store. to predict the future and will help to make the future plan regarding sales and improve the measures of sales. Govt employees etc. Reliance fresh and Spencer’s. who are shopping at Heritage.
Population
The survey was done in Hyderabad only according to my convenience.
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. House wives. This data can be collected from the magazines. It is not giving the complete picture of Andhra Pradesh (or) India. corporates. Sample frame/unit: Students.

customers who shop at Heritage.
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.Sample design: The sampling unit was confined to end consumers of the products i. Reliance fresh and Spencer’s to know their trends and response about brand.e. It consists of multiple choice & short questions.
Tools used for the study
Research procedure:
The questionnaire designed for the study in the structured & disguised in nature.
Analytical Method: Simple percentage method is used for the analysis purpose.

6. Findings are confined to specified period 5. The study is conducted for 45days.1. 4. The study is limited to a particular region. The customers may not reveal their intentions freely and fairly ie. they may be biased 2. 3. 6. LIMITATIONS
1. so the result may not be accurate and may not coincide with global scenario. The respondents are impatient to answer the questionnaire.
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. The study is limited to HYDERABAD and SECUNDERABAD areas.

CHAPTER – 2
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Identify and understand your target customers 2. However. with limited resources. Have an after-sale follow-up and customer relations management . etc. and slogans 3. we want to attract new customers to our products and encourage repeat purchases. high-quality foods for purchase and advertises the advantages that their goods can provide. Brand awareness refers to how aware customers and potential customers are of our business and products. logo. branding is the reason people may pay three times for a product at one store over another. location. Ideally. special events. It is important that the message of what a brand is offering to the consumer should be consistent. creating a brand identity can be a challenge. Big Bazaar™.2.1. offers fresh.
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. Do invest on Advertising 5.1. REVIEW OF LITERATURE
Creating Brand awareness
The ultimate goal of all businesses is to increase sales and income. situations. So the impressions we hope to make on consumers and potential consumers should be consistent across various mediums. To some. branding might not feel like a tangible aspect of running a business as it cannot be quantified directly in terms of money. They are: 1. But here are some of the ideas on building brand awareness which would be beneficial for a company if integrated with other market research technologies. But. Add value through packaging. Create a company name. 4. for example. service. and promotional attempts.

and in many of distributed informational material. website. The next point would be how to maintain Brand Awareness. Always we have to look for ways to improve the image we are trying to get across. K
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. Author Jethendra. “Is se sasta aur accha kahin nahi!”(Translation: None other offer such cheap and best products). recognizable manner. welldeveloped overall image. on the products we produce. is consistent throughout its promotional materials.2. Work to maintain a consistent presence in the market place. We have to pay attention to how customers are responding to products. B. It is important to keep working at the issues and activities identified above. consistency is important in conveying a message that promotes awareness of a brand in an organized. on the bags customers carry out of the store. It is important that we are consistent in use of image so that we maximize recognition and positive impressions. the image has to be consistent. Big Bazaar tagline. is essential to develop a successful brand that achieves maximum benefits. Once again. on the receipt consumers receive after purchase. displays. packaging. and logo. through a collaborative. and messages. The slogans and taglines we use should be consistent throughout mediums and material. The image we present should be consistent in order to increase brand awareness. Creating brand awareness. Ask your customers for suggestions. It presents the consumer with an image that in the future the consumer can continue to associate with our products. 3. For example.

The advantage of using branding effectively is both for consumers as well as marketers. that is. easily manifest effective projection of McDonalds' through brand symbol ‘M'.
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. However in any form.com. 2001). 2006). a word. or a combination of these' (Quester et al. A quick reminder will prompt that it's a well known brand symbol that you observe common everywhere in media and at your own computer. For instance imagine you are driving down the road with hunger and suddenly you see a symbol ‘M' on a sign board with red background and yellow font. It is not difficult to realize that McDonalds is waiting for you. suddenly you observe ‘Intel ®' sign. 2001) can create brand awareness and recognition in the quickest manner. term. symbol or design. Similarly imagine buying a computer accessory and among thousands of unknown brands. Intel Pentium III etc to project their companies. symbols or marks are legally registered and copy righted to a single company known as trademarks ( for product oriented companies) and service marks ( for service offering companies) (Perreault & McCarthy.Creating Brand Awareness through Effective Brand Names & Symbols
There is no disagreement that effective branding through ‘use of a name. 2000). Companies use different kinds of ‘Brand Name'. branding can be used to create brand familiarity among consumers in terms of brand recognition and brand preference (Papers4you. Sometimes such words. For instance it becomes easy for a customer to choose preferred brand among 1000s of other items just because of famous well recognized symbol. word or trade mark that can not be possible with out effective branding (Quester et al. letter or a group of words such as AOL.

L.com. New Jersey: Prentice. the brand equity of the Coca Cola brand is valued $ 43 Billion. To conclude discussion. 1999). consumer is not bothered about checking the background of the company. P & Armstrong.Now keeping these examples in mind. any new soft drink introduced under this brand name has highly probable chance to achieve awareness and attention of coca cola lovers.
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. To give the advantage of effective branding. R. One best way to use word and symbols is while launching new products under same brand names (Quester et al. P. Similarly it is quite often that no matter ‘ IBM' entered in so many IT related services after initially famous for IBM computers but whenever you observe its trade mark of ‘IBM' written in horizontal lines. recognition.Hall Inc Quester. McCarthy. IBM brand at $ 18 billion and Kodak's at $ 12 billion (Kotler & Armstrong. For instance. 2001). J & Perreault. ‘Principles of Marketing'. G. Eight Edition. (1999). loyalty and associations from customers. So as a result it also saves huge promotion costs that a company with less famous brand names and symbols needs to incur. it is obvious that marketers can cash in such advantages as well (Papers4you. W. 2006). McGuiggan. the outcome of effective branding can be seen in terms of ‘brand equity' that is the value of a brand in terms of its perceived brand awareness. D (2001). as every one is aware of ‘Coca Cola ™' . E. G. Author Kotler.

if you are dealing with the manufacture of motor vehicles or maybe detergents. By experimenting on new marketing options. So if you want to market your business brand. it will assist your business fulfill its brand promise to the undecided clients A good example would be. clarify and more so prove your product worth. This is mainly because they are more receptive to new ideas and also take advantage of such events to socialize and make new connections. use the available selections of marketing tactics and do not be afraid to innovative.Creating Business Brand Awareness Through Experimental Marketing Events
Marketing in its true nature is the most effective way to influencing brand awareness and hence help in business promotion. Using other means of marketing like direct marketing where there is direct contact with customers helps to create trust. it enables customers to be more receptive to the different kinds of marketing strategies you may opt to use. I therefore do not to remind business people that the best communication medium is where other people are spreading the word around about your products or services. The target market that appears to be mostly reached at through experimental marketing is the youth. Author: Stephen
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. The advantage of experimental marketing is that it gets your customers taking about your business. This is because customers sometimes become doubtful of commercial advertisements that appear on television or radio. organize an experimental event where customers can ask questions. In this article I want to emphasis the importance of experimental marketing as a mode of adding meaning to your business brand message. scrutinize and try out your product. In addition.

This is why you need something which will stand out and still get use every day. notepads and calendars. This can be something which will be fun to use or something which is a great way to take a break from the day-to-day grind. it will just get lost in a sea of mediocrity. This is the only way that they will be able to get people to use the product on a daily basis. it is time to put on your thinking cap and figure something out which is completely unique to your company so that you can increase your brand awareness and really stand out from the rest of the crowd
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. the more they think about your company.Building Brand Awareness with Promotional Products
Companies are all the time looking for a great way in which they can promote the name and the brand of the company. if your promotional products look just like everyone else's. Creating a product which people will find useful can be tricky. They are used by the people they want to reach every day. This is the reason why so many medical companies give out pens. This is because the kind of promotional products which are useful to one company will be useless to another company. The problem which many companies run into is that the product they give out needs to be something which is highly useful. This is something which is most often done through the use of promotional products. The reason why this is important is because the more people use your product. Frisbees emblazoned with your logo are great if your target demographic enjoys playing Frisbee but it will be lost on a finance company. Of course. Since this is not easy to do. This is because the product needs to target the demographic you are looking to reach.

High Test Memorabilia Some of the best promotional products which were created throughout history are now collector's items. Think of the Coca-Cola tins which were given away to promote their brand. You are sure to be able to find these being sold in antiques stores and collector's stores. The same company is responsible for the modern image of Santa Claus and for the Polar Bear icon which many people relate to Christmas. This is something you can do as well, but it will cost a bit more than just the name of your company on a pen. If you do use a pen, it should be a pen which you do not normally see handed out every day. Use an actual brand name which your clientele will be able to identify. Make it Memorable One of the best ways in which you can make your promotional products memorable is to keep in mind those you would like to reach. Think about what kinds of interests they have. If they are into fast cars, include some imagery of this along with your product name on a shirt that they can wear when they go out to a race. If they are into golfing events, have a good golf shirt stitched with your product name and hand it out at a golf tournament you are sponsoring. Anything which will help them remember an event along with the article and your brand. This is because people will tend to hold on to something they received at an event they had fun at. They will also wear or use the product more often because it holds some kind of value for them.

Make it Unique It is also very important that the promotional products you give out are not something which can be purchased. The more unique the product is, the more value they will hold for those you give them to. There is nothing unique about something you can go to the company store to purchase. Try to make sure that the products you are giving out will stand out in some way from the competition. This can be through the use of company colors on the product. It can also be because you are using a higher quality product than the competition. No matter what you do, make sure that yours is the one they reach for every time. Author: Chris J. Carpenter

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Brand awareness strategies
So you finally have a website, can sit back and watch the world come knocking. You’re not sure what affiliate programs you’re going to use to earn money but you figure that you can’t really lose no matter what you decide. The minutes, hours, days past and very little if any visitors have dropped by your web page to say hi. You start to question the investment you’ve made and you’re calling the day job you just quit pleading to take you back. Good move. Let’s start from scratch before quitting your job and look at the little things you can do to slowly but surely raise brand awareness and ultimately drive traffic to your website. Many people have come under the impression that you can start a website and watch the money come rolling in with little or no effort. Truth is that in most cases it takes effort to earn a dollar and that’s what this article is about. It’s about doing the little things right and taking the time to do it. Taking the time at the beginning will help alleviate the workload later. If it were possible to spend a couple of years working really hard to achieve independent wealth would you do it? This isn’t by any means a get rich article or even a make a part time income article. One never knows what the outcome will be in anything. This is merely a guide to a few free, easy steps I’ve learnt along the way that you may or may not find helpful. 1) Search Engines – Submit or Not? You can submit however it is very time consuming. The major search engines (Google, Yahoo, etc.) will spider your site on their own. All of the other mid-small search engines will follow suit. Save yourself time on submitting to hundreds of search engines and focus on back-links. Once you have these your site will be indexed fast.

2) Directories – Instead of search engines put your focus on directories. There are literally thousands in existence. The main types are paid, non-paid and reciprocal. Be selective in which directories you submit to. Directories with high page rank are what you want to aim for as the quality of sites linking to you is important. 18

3) Online Classifieds – There are many free online classifieds available and are great vehicles for advertisement. Sites like Craigslist, Myspace and Kijiji can almost instantly bring a few visitors and provide back-links. 4) Articles – Try writing an article about the service or product you offer. Once you’ve done that submit it to article sites. Article sites are excellent sources of back-links and advertisement. Consider as well the possibility of a large site using your article on their web page. Like directories page-rank is important so be selective. 5) Post Blogs – Create blogs that are separate from your website. This can create awareness, increase traffic and be an additional source of revenue on its own. 6) Social Network Sites – Social Sites are more and more being used to promote web pages and are arguably the most effective way to win over an audience. You may or may not get traffic for this but it’s important to note that even if you don’t you’ll get honest feedback. Feedback is good for any business in order to understand what can be done better. Social Sites are kind of like free market research or focus groups. 7) Web Forums – Forums have been around since the beginning of the internet era and are still a very effective resource. Get involved with those of similar interest. Community Involvement is an integral part of running any business. Seem like a lot? It is! However utilizing these steps will steadily improve traffic and hopefully help you reap the rewards you desire. Author : Cory Cyr

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in some categories (such as cereal) there are so many recognised alternatives that the shopper is overwhelmed. Apart from level one. 1999). has an impact on consumers' choice. Brand recall:
This is upon the consumers to name the trademark in a product class. Further on. 1991). it is what it is known for (Melin.
3. Lin and Chang (2003) found by their research that brand awareness had the strongest effect on purchase decision on habitual behavior of low involvement products.1.
2. Brand recognition:
This level is the first stage of brand awareness. 1991). Likewise.
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. Top of mind:
A brand that is "top of mind" is the first brand that consumers think of within a given product class (Aaker. They also wrote that Hoyer and Brown (1990) examined the role played by brand awareness in consumer decision making process and found that it was a dominant factor. but it cannot sell the product. Further. Aided recall can also be explained as a situation where a set of given brand names from a given product class is shown. Brand awareness is important since a lot of the consumers feel that if the brand is well known it has good quality. Jiang's (2004) investigation also shows that brand name. awareness is a very important brand advantage. Most important is not that the brand is well known. and headache remedies. this is an "unaided recall" since there are not given any examples of specific brands. Brand recognition is major when consumers face the buying procedure. especially not if the product is new (Aaker. in other words recognition of a brand. for which brand decisions usually are made prior going to the store. detergent. In the literature there are many facts that show that brand awareness affects consumer choice and thereby their choice of brand. The task is then to identify the recognized names. "aided recall". The role of brand recall can also be vital for regularly purchased products like coffee. It is when the consumers can recognize a specific brand among others.

the jingle or slogan is powerful and can make a big change. • Involve a slogan or jingle: There can be a stronger linkage between a slogan and a brand because it involves a visual feature of the brand. • Consider brand extensions: To show the name or the logo on the products. • Event sponsorship. Therefore the link between the brand and the product class needs to be stronger and the brand needs to be more prominent than in the recognition of the brand. If not knowing the brand or the product. Heinz and Sunkist. memorable: Today. the only contact to the brand is the package. which is connected to the brand. either an already existing one or a developed one. Examples of names that can be found. Therefore. the bond between the product class and the brand has to exist for easier recognition. • Publicity: Advertising is a proficient way to get publicity and make awareness. By this. than the key product. • Using cues: The package is one of the most important cues to a brand. and make the name more prominent. although. To receive a top of mind recall is even harder. The primary role of most event sponsorship is to create or maintain awareness. is one way to increase brand recall. • Recall requires repetition: It is easier to build up recognition than to build up recall of a brand. A logo. shown and publicized on other products. can take a huge part in forming and keeping awareness. it is important to differentiate the product. promoted. since that is what the purchaser sees when buying the product. It can be compared to the fact that one can recognize a face of a person but do not recall the name. are Coca-Cola. • Symbol exposure: It is important to have a known symbol. because it is easy to memorize and recall a visual illustration.Be different.
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. since it can be customized to the communication and the addressees. many products seem alike and the communication in the product clusters is related.

Through brands.e. value for money . The more differentiated a brand is in consumers mind. According to Jayant Kochar M.e.
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. Obviously. However. benefit. This differentiating 'extra' could be superior functional performance. provides added value. Amoreus Retail.
Difference between product and brand The core product is what the company produces. The 'extras' or 'add ones' that differentiate one brand from another include. it would be a misfit. and excellent services and so on. before and after sales service.
A genuine brand is one which delivers something’ extra' i.. self finance or credit service..D. one can say that it is customers who decide the fate of a brand through their perceptions in turn one shaped by the actual of the brand'. the less likely it is to be replaced by competing brands. in the process making them brand loyal. leading to the formation of a unique brand image and positioning in consumers mind. excellent perceived quality. If it were true than it would be quite acceptable to put the brand name Coca Cola on a food.Brand is More Than a Name Attached-to Product
Branding is more than putting a label or identification mark on a product. i. Thus. unique and desirable among its target consumers. to make this product differentiated. It is important to remember that a brand should offer something unique so that it leaves a lasting impression on consumers mind. they buy benefits not features and benefits that make a customer buy are benefit perceived by their heart and mind and not what the manufacturer may want to believe. 'People buy brands not products. companies try to establish a lasting relationship with their customers. consumers perception of quality.. guarantees and warranties. it surrounds the product with images and creates different associations.

at first glance. This is not always the case.
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. The purpose of brand marketing is more than attraction. the positioning concept is fast becoming an important branding tool. Customers view brands as a means of self expression and hence brands need to exploit the idea by developing closer links with its target audience. acquisition and retention of customers. The concept of brand positioning has generated a lot of interest among brand enthusiasts and it is one branding concept backed by empirical research at paradoxical as it may seem it is one of the most misunderstood concepts of branding. How ever this does not in any way diminish its importance in brand management as a matter of fact with increased research activity in the area. Positioning invariably has been associated with creating the desired place for the product/brand in the market. Yet. A meaningful relationship is one where in both the customers and the brand provides value to each other. a consistent market base and. for the company. who share similar values and beliefs Loyalty and faithfulness are just one aspect of brand customer relationship and signal a servile attitude of customers towards brands. It is necessary to build a long-term relationship between brand and customer as it is portable for both the parties.BRAND POSITIONING
The idea of a well positioned product/brand has always intrigued companies and brand markets like. infarct many a times the relationship between brand and customer is more like that of a friend or an advisor. this definition of positioning is too simplistic. there are other social and emotional values that brands provide.
BRAND CUSTOMER RELATION SHIP:
The relationship between brand and customers is a complex one. establishes a fun and friendly sort of relationship with its customers. For instance Perk. For consumers. The concept is far more abstract than it is perceived to be. stability in share market. While building a long-term relationship with customers ensures a steady stream of income. besides the utilitarian value of having to dispense with the time and money spend in searching for new brands.

Yet brands have large brand following and in certain cases customers refuse to buy any other brand in case the desired brand is not available. with the passage of time. achieving this elusive level of brand loyalty seems to be
QUITE
impossible.
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. The effort to infuse a new life into a dying brand is referred to as revitalization. This chapter examines and analyzes the cause of brand loyalty and the strategy for and means of nurturing and developing loyalty among consumers
BRAND REVITALIZATION
Even the strongest brands loose their sheen. leading to a steady stream of profits from comparatively lesser outlays on advertising and promotions. It is not just an attempt to increase turnover or provide support to the ailing brand rather it is a sustained effort to increase brand's equity and create a new image and positioning for the brand it also involves creating a new set of associations and perceptions regarding the brand expanding brand consumer base. These
brands may be under performing but not extinct and with a little bit of redirection and refocusing they may still emerge as a force to reckon with. But with thousands of brands vying for consumers limited mind space.BRAND LOYALITY
All brand marketers want their brands to command a high degree of brand loyalty the desire of having a large set of brand loyal customers is ultimately linked to long term profitability of the brand. It is a well-know fact that profits accrue mainly due to repeat purchases and brand loyal customers are known to make frequent purchases of their favorite brands.

CHAPTER .3
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which provided their customers with the convenience of not having to grow their own food or make their own clothes. While most people loved the individual attention and great service that the small store provided. and later the superstores. By the mid nineteenth century. most retail sales were made by the street vendor or the small family owned shop.1. But it seems that the businesses that have provided their customers with the most convenience have generally proven to be the most successful. Needed. most of the goods that we find in today's superstores were supplied by craftsmen or local manufacturers who dealt directly with their customers. it became more and more difficult for the small store to offer the kind of prices and selection that the consumer really.3. but unfortunately the crowds and traffic of today's mega malls can often turn what should 26
. Over time. As manufacturing methods improved. and as the road and rail transport network extended. The consumer of the 70's demanded the convenience of having their favorite stores in one enclosed location where they could easily hop from store to store without having to concern them about the weather. INDUSTRY PROFILE
INDIAN RETAILING INDUSTRY
The history of retail has included countless ways in which retailers have attempted to get their products in front of the consumer. The next big revolution in retailing was the emergence of the retail chains. and by the mid 1950's small stores blanketed every high street. This shopping mall concept was quickly embraced by the consumer. not to mention that they probably had to travel all over town to get their shopping done. there developed specialist manufacturers who needed retail stores to sell their goods. For centuries. the small retail store concept grew.

350 billion. as a result a great demand for real estate is being created. with an employment of around 8% and contributing to over 10% of the country's GDP. which would also seem to echo the continuing consumer demand for convenience. shopping.have been a convenient and comfortable shopping experience into a mission of hand-tohand combat!
In recent years. and sprawling complexes which offer food. the mail order business has experienced some of the most impressive growth. Most retailers are recognizing that they simply have to offer their customers the ability to order products or services from the comfort of their own home or office in order to compete in today's retail marketplace. huge shopping centers. changing lifestyles. rising incomes. India retail industry is expanding itself most aggressively. food is the most dominating sector and is growing at a rate of 9% annually. Retail industry in India is expected to rise 25% yearly being driven by strong income growth. Since at present 60% of the 27
. and a steep rise in rural consumption. Industry of retail in India which has become modern can be seen from the fact that there are multi. and favorable demographic patterns. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. and entertainment all under the same roof. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas. In the Indian retailing industry. India may have 600 new shopping centers.Retail industry is the largest industry in India.stored malls. It is expected that bymodern retail industry in India will be worth US$ 275. Shopping in India has witnessed a revolution with the change in the consumer buying behavior and the whole format of shopping also altering. India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their outlets in a city. It is expected that by 2010.

The global retail giants who are entering the organized retail sector in India are: Wal-Mart. The India retail industry contributes 10% of the countries GDP and its current growth rate is 8. There are under construction at present around 325 departmental stores. Carrefour SA.5%. Tosco.9 billion in 2009 from US$ 394 billion in 2005. and 1500 supermarkets. This proves that there is a tremendous scope for growth in the Indian retail market. Metro AG. India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort. In the Indian retail market the scope for growth can be seen from the fact that it is expected to rise to US$ 608. This led to increase in foreign direct investments Global retail giants are also entering the retail industry in India and this is also one of the factors in the growth of the organized retail sector in India. Global retail giants are also entering the retail industry in India and this is also one of the factors in the growth of the organized retail sector in India.
Top Retail players in India
1 2 3 4 5 FUTURE GROUP SPENCER’S RETAIL SUBHIKSHA PIRAMYD RETAIL SHOPPERS STOP
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. 300 new malls. The scope of the Indian retail market is immense for this sector is poised for the highest growth in the next 5 years. The organized retailing sector in India is only 3% and is expected to rise to 2530% by the year 2010.Indian grocery basket consists of non-branded items.

Dairy 2. designed to meet the needs of the modern Indian consumer. paneer. Dairy: It is the major wing among all. 3. Agribusiness 1. pulses. 2.6 7
RELIANCE RETAIL TRENT
3. ghee. milk& milk products. flavoured milk. The dairy products manufactured by HFIL are Milk. Totally there are 26 retail shops are there. In those stores the products sold are vegetables. ice cream.2 COMPANY PROFILE
HERITAGE COMPANY PROFILE. The unique& distinctive feature of Fresh@ is that it offers the widest range of fresh fruits and vegetables which are directly hand picked from the farms. 3&4 respectively are there. BRANCHES OF HERITAGE. grocery. Agri Business: In this business HFIL employees will go to farmers and have a deal with 29
. They are 1. curd. Fresh@ is a unique chain of retail stores. In Hyderabad 19 retail shops are there. In Bangalore& Chennai. butter. fruits etc. Retail: In the retail sector HFIL has outlets namely “Fresh@”. The store rediscovers the taste of nature every day making grocery shopping a never before experience. doodhpeda. Freshness lies in their merchandise and the customers are always welcomed with fresh fruits and vegetables no matter what what time they walk in. Retail 3.
HFIL has 3 wings.

Those farmers will sell their goods like vegetables. pulses to HFIL only. bonus and reward systems to encourage employees Heritage forges ahead with a motto "add value to everything you do"
Employees:
Returns: Consistent Dividend Payment since Public Issue (January 1995) Service: 1 Highest impotence to investor service. no notice from any regulatory authority since 2001 in respect of investor service 2 1 2 Very transparent disclosures Potential Employment Generation more than 3500 employees are working with heritage more than 9500 procurement agents got self employment in rural areas more than 5000 sales agents associated with the company 30 .them. And HFIL will transport the goods to retail outlets. And finally they report to the Head-Agribusiness. It is the process of registering the Customers: 1 2 3 4 5 6 1 2 3 4 Timely Supply of Quality & Healthy Products Supply high quality milk and milk products at afMAGNAable prices Focused on Nutritional Foods More than 4 lakh happy customers High customer satisfaction 24 hours help lines ( <10 complaints a day) Enhancing the Technical and Managerial skills of Employees through continuous training and development Best appraisal systems to motivate employees Incentive. Representatives as per the instructions given by the agri professors will approach the farmers directly and make a deal with them. pulses and fruits in the lab. The agricultural professors will examine which area is suitable to import vegetables from and also examine the vegetables.Society:
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company is undertaking major expansion in dairy business by inverting over Rs20 crores during 2006-07 and over Rs10 crores during the current year to strengthen the milk procurement. Development of suppliers to get right product and services in right time at right place. ghee and butter were recorded Rs 5781. 6. Karnataka. 8.23 lakhs in the previous year. Continual improvement processes for improved business results. 4. People involvement to promote team work and tap the potential of people. Factual approach to decision making to ensure its accuracy.59 lakhs against Rs 4677. the company has drawn plans to increase its market share in the existing markets and to enter into new markets there by doubling revenues in dairy business in the next 3 years.21 lakhs. Process approach to assess the efficiency and effectiveness of each process.P. 31
.79 lakhs against Rs.24525. 3. Outlook: Considering the growth potential in the liquid milk market.3 4
Employment for the youth by providing financial and animal husbandry support for establishing MINI DAIRIES Producing highly health conscious products for the society. Kerala & Tamil nadu. Systems approach to understand the sequence and interaction of process. Customer focus to understand and meet the changing needs and expectations of customers. 7.28329. Today Heritage distributes quality milk & milk products in the states of A. 2. Leadership to set constancy of purpose and promote quality culture trough out the organization. The sales of miik products including bulk sales of cream. 5.02 Crores in 2005-06. During the year 2006-07 liquid milk sales was Rs. To achieve this object. Product/Market wise performance: The total turnover is Rs 341 Crores during the financial year 2006-07 against the turnover of 292.
Qualities of management principles:
1.

Heritage Slogan When you are healthy. Spencer (John William Spencer. The following characteristics distinguish the Spencer’s brand and create memorable 360° shopping experiences for consumers: Products – we offer the widest range of food and lifestyle (fashion. with a special expertise in food Quality – we lay a huge emphasis on all-round quality: in products. with 32
. to beprecise) – it acquired Indian ownership in the 1960s. The joint venture. stores. from Karachi to Chittagong. and became part of the RPG Group in 1989. we fulfill every need and provide maximum convenience Promotions – we seek to offer the right products at the right time at the right price. spanning the length and width of undivided India. RPG Enterprises. kicked off a newphase in both the history of the Spencer’s brand. At one time. home. Originally owned by a British gentleman – yes. Spencer’s has been a part of the Indian retail landscape. and customer engagement programs and that too since our inception at 1863 Multiple Formats – from daily to weekly and specialty shopping. and the retailin India. was terminated in 2006. which operated supermarkets under the name “Foodworld” and hypermarkets under the name “Giant”. Spencer’s. we are healthy When you are happy. service standards. launched Foodworld as a joint venture with Hong-Kong based Dairy Farm International. there was a Mr. entertainment) brands. In 1995. the flagship company of the RPG Group. the Spencer’s Empire stretched from Peshawar to Cochin. we are happy We live for your "HEALTH & HAPPINESS"
SPENCER’s company profile
Since 1863. RPG retained 48 of the 93 stores it owned. These were re-furbished and their launch under the brand name.

well-travelled citizen of the world. synonymous with quality goods and services. an upscale look and feel. contemporary. being international. Spencer’s has consequently evolved from being a preferred grocery retailer to being a passport to a stimulating world.
INNOVATIONS
Throughout its long history (the first ever Spencer’s store opened in 1895). the joy of exploring and the convenience of locating what they 33
. accessible.Taste the World. These include:
RETAIL DESIGN INITIATIVES
The Retail Design team helps Spencer’s deliver its brand promise in a way that is sophisticated. introducing a host of innovations to make shopping even more convenient and enjoyable for the consumer. empathetic and trusted Heritage – we are India’s oldest retailer. This results in differentiation without alienation of loyal customers or loss of the brand equity acquired over the years.promotions carefully designed to suit the buying cycle and shopping basket of the consumer Brand Imagery – our stores and staff seek to make our customers feel right at home. with many firsts to our credit. derived from the consumer’s own transition from a price-conscious purchaser to a global-minded. Central to the retail design strategy is a unique brand position . Spencer’s has been a recognized zand respected player in the Indian grocery business. This is evident in: Storefront Design – the store entrance resembles that of an entrance arch. leading in the shopper to a world that is welcoming and exciting Interior Design – to ensure that shoppers enjoy a warm and friendly ambience. but not snobbish. looking out for authentic international flavors and experiences. Spencer’s has continually helped reshape the retail landscape in India. trusted byIndia’s exploding population of the upwardly mobile middle class.

The recipes are authentic. Masala Bread-pure Indian. These form the basis for developing our own range of products. we go to a great deal of effort to ensure you a unique range of product Gourmet Centre .Black Forest cater to all. specialty and exotic range of freshly made bakery and confectionery items. which include delicious cookies and sauces. Baguette-the French classic. mouth-watering cakes and pastries like Blueberry Cheese Cake. spaceefficient. right? Wrong. Spencer's Patisserie . Be it Focaccia-the Italian flat bread. pickles and jams. White Bread-the simple one. specialty and exotic varieties from all across the world. the emphasis is on attractive.
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. including Indian favorites. Hot Puffs. Trio of Chocolate . the dry fruit cakes. for those who’d like to prepare the dishes at home. Multigrain & Whole Wheat Bread-for the health conscious are some of the breads.The Fresh Baked Daily -Spencer’s Patisserie is Spencer’s LIVE Bakery offering simple. Spicy Salsa Picante Breadthe Mexican twist.Run by an expert Food Scientist cum Cordon Bleu Chef. including Indian favorites. gathered from the best ones from all across the world. and low-maintenance presentation of modern. The products are an ideal mix of simple. international goods alongside local flavors and product experiences
PRODUCT INITIATIVES
All supermarkets and hypermarkets sell the same things. Exotic cookies . our food innovation wing researches world cuisines and develops recipes for a wide range of popular and trendsetting dishes.want Shopfit Design – from chef’s tables to signage aids. While we do stock popular ranges. Ingredients for these dishes are also retailed through our stores.

All these brands and products are available in all stores. While our personal care range covers face wipes. tissues. sauces.to name a few in our food range. Spencer’s Chef Corner gives customers an opportunity to learn more about their favourite world cuisines. beverage. Clean Home and Maroon are some of our brands which host a varied choice that fulfils almost all needs of a modern household.
RELIANCE company profile
Reliance Fresh is the convenience store format which forms part of the retail business of 35
. whole spices. wafers. fashion to home utility items. Modern Menu – Footsore and still not done with your shopping? Stop by at our food court and treat yourself to a shake. breads. a first-of-its-kind in-store experience that involves customers even as it showcases the ingredients displayed in our Specialty Bays. Detergents.STORE EVENT INITIATIVES
In-store event initiatives ensure that a visit to Spencer’s is always a memorable experience.our pickles are customized to regional flavours as well.Live Counters with Master Chefs preparing gourmet delights are always popular at buffets … we brought the concept to our stores in the form of the Spencer’s Chef Corner. honey. Rice. All our private brand products are conveniently priced and come with a promise of great quality. Our South Indian range of pickles has a wide assortment catering to regional tastes. baby needs. from Pastas to Satays and from Cheese Fondue to Cool mocktails. What’s more. dish wash. jams and cookies. instant noodles. dry fruits and nuts. personal care. From Salads to Sushi. pickles. toilet cleaners. Spencer’s Smart Choice. OWN BRANDS Private Brands in Spencer’s offer a wide range of products from food. Live Kitchen . Tasty Wonders. hand wash etc. swirl or savoury. pulses. breakfast cereals. floor cleaners support the home needs.

200 footfalls daily. FMCG.000 sq ft each made around Rs 6. groceries. consumer durables. in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. not only did the company said the store’s main focus would be fresh produce like fruits and vegetables at a much lower price. The six stores with a size of 2. with food accounting for the bulk of the business. taking the total to 17 in the city.Reliance Industries of India which is headed by Mukesh Ambani. In the first phase.500-4. the company opened 11 pilot stores on November 36
. Bowenpally. According to company sources. IT and wellness . "It is an ongoing process and only six more stores have been opened. Reliance Footprint. Miyapur and Uppal. Vengalraonagar. staples. These stores sell fresh fruits and vegetables. The company already has in excess of 560 reliance fresh outlets across the country. Reliance Retail is moving out of stocking fruits and vegetables. Reliance Trendz. West Bengal and Orissa. fresh juice bars and dairy products. Reliance Timeout and Reliance Super are various formats that Reliance has rolled out. Reliance Fresh opens six more retail stores in AP The Reliance Fresh retail rush is on. Reliance Jewels. it was mentioned recently in news dailies that. but also spoke at length about its “farm-to-fork’’ theory. When the first Reliance Fresh store opened in Hyderabad last October. we will definitely come out in a big way. home. The company opened six more stores at Saket. Reliance Digital.5 lakh in the first one week." The sources said that the 17 stores put together have been averaging around Rs 15-16 lakh daily and around 800-1. Reliance Wellness. Dilsukhnagar. Reliance Fresh. Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food. he added.
HISTORY
Post launch. Reliance Mart. But when we reach a substantial figure.

grapes from California. flowers and grocery items.3. offering fresh vegetables. Apart from the fresh vegetable and fruits procured within 50 km. staples. All the stores opened in the city have an average area of about 1. It is not yet clear whether separate outlets will be opened for Ranger Farm or the existing Fresh outlets will function as Farms by the night. By June. Venugopal said all the stores there were roughly 200 varieties of fruits and vegetables at the stores.m. There are 21 stores in Hyderabad. “This is a pilot project which will help us 37
. Talking to media persons at the China Waltair store on the occasion. VAST STOCK Replying to questions.m.S. RIL is targeting not only the households but also streetside vegetable sellers. The Ranger outlets will open at 2 a.m. top-up grocery. Venugopal. we hope to open between 75 and 100 stores in the State on the Fresh format. The stock value would be to the tune of Rs." he said. there were also many varieties from elsewhere in the State and country and imported apples from the US. The Ranger format is something in the lines of German major Metro Cash & Carry’s operations in India. and seven in Vijayawada and Guntur bringing the total to 56 excluding the three opened here. RIL is expected to forge a relationship with streetside vegetable sellers through the Ranger concept.800 sqft and an average of about 20 sales associates attending to customers in each store open from 8 a. and other parts of the world. Guninder Kapoor. of the stores. RIL is setting up Ranger Farms — outlets that will specifically service streetside vegetable sellers who can stock up on fresh farm produce. According to sources. But while Metro targetsnlarger retailers such as restaurant chains and bulk consumers. on all seven days of the week. non-food items and dairy products and a whole lot of other categories at very competitive prices. Mr.m. said Reliance Fresh would carry fresh fruits and vegetables. he said. K. and continue selling produce to vendors till 9 a. its' customer operations head. fruits. president and CEO of Food Business at RIL.25 lakhs on the average. "I am glad we are opening about 40 stores in Andhra Pradesh alone by this March end. says the Fresh stores at Hyderabad are part of a pilot project. to 9 p. It plans to touch a figure of 40stores in the twin cities in the coming days.

RRL’s footprint now spans a network of more than 1. thousands of farmers and vendors. Reliance Retail Limited (RRL) has grown into an organisation that caters to millions of customers.understand customer needs. From Hyderabad. FMCG items and even medicines. Reliance Retail Limited (RRL) continued to fulfill its commitment of enriching Indian consumer’s shopping experience and providing quality merchandise at an attractive value proposition. The Fresh Plus stores will stock fruit and vegetables as well as apparel. Reliance is contemplating tapping alterative sites such as the SEZs for opening hypermarkets.000 sq ft. These two formats require over 1 lakh sq ft of space and may not come up at prime city locations. RRL operates several ‘value’ & ‘specialty’ formats. The ‘value’ formats that RRL 38
. these stores will travel to Mumbai and Delhi where Reliance has identified up to 80 locations each.000 crore over the five-year period from the retail business. including Delhi and Mumbai. Based on its core growth strategy of backward integration. In the last year. RRL has now expanded its presence in more than 85 cities across 14 states in India. ORGANIZED RETAIL Since its inception in 2006. The pilot for this format will be taken to many other cities over the next few months. Instead.000 stores.00.000 crore over the next five years in the retail business. RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. RRL forged ahead with its expansion plans and rolled out stores across the country. and is eyeing sales of Rs 1. But even as the retail debut kicks off with fruit and vegetables. consumer electronics. RIL has already said that it will invest close to Rs 25.000-15.000 retail outlets across various formats by then. it seems the company is doing a rethink on whether to get into the larger formats such as hypermarkets and supermarkets. Besides Reliance Fresh.” Next on the company’s list are bigger cities. The company plans to establish 4. More than 3 years into operation. the company also plans to launch larger format stores called “Feel Fresh Plus” which will be spread over 10.

OFFICE DEPOT Through ‘Reliance One’. RRL will continue to provide unprecedented value to customers across all its formats and stores Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. modular kitchens. Reliance Retail Limited (RRL). was set up to lead Reliance Group’s foray into organized retail. staples. The company already has in excess of 560 reliance fresh outlets across the country. ‘Reliance Wellness’. an all under one roof supermarket concept & ‘Reliance Super’. a consumer durables & information technology concept. ‘Reliance Jewels’. music & entertainment concept. These stores sell fresh fruits and vegetables. wellness & beauty concept. an apparel & accessories concept.‘Reliance AutoZone’. a health.
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. furnishings concept.‘Reliance Trends’. RRL will continue on its mission to delight the customers every visit. a books. RRL rapidly expanded the stores network it operates through strategic partnerships with world-class companies such as Marks & Spencer and Pearl Europe. GROWTH THROUGH VALUE CREATION With a vision to generate inclusive growth and prosperity for farmers. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. vendor partners. RRL enjoys the patronage of over 5. ‘iStore by Reliance Digital’. small shopkeepers and consumers. In the coming year. groceries. a footwear concept. fresh juice bars and dairy products. an exclusive Apple products concept. RRL’s loyalty membership program. an automotive products & services concept and ‘Reliance Living’. a mini-mart concept. furniture. a jewellery concept. and accessories in India. The ‘specialty’ formats are: ‘Reliance Digital’. a neighborhood concept. ‘Reliance TimeOut’. The ‘value’ formats offer a wide range and assortment of products required for daily household needs. a homeware. ‘Reliance Footprint’.operates are: ‘Reliance Fresh’. RRL also entered into an exclusive distribution arrangement with Asics Corporation Japan to market Asics brands of shoes.5 million customers. ‘Reliance Mart’. a subsidiary of RIL.

Reliance fresh and Spencer’s are awareness in market. Some customers also feel discounts should be offered for products at super market. 11.5. T. Reliance fresh and Spencer’s are good. Though majority of the models produced by Heritage. Majority of the respondents ie. but it is not on the top mind of all the respondents. Many customers income ranges from 15000-25000 per month who shop at super market. Heritage and Reliance fresh have 100% recognition rate. From the survey it is clear that respondent's on the whole opinion about Heritage.
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. adults are interested in trying new products. 4.V and News paper are very effective means of advertisement. but only 58% of people reel the same with it. 3. USP of Heritage. Majority of the surveyed customers rate the new products introduced into super market are better and satisfactory. quality of the products and also external factors like friends and neighbors in buying new products. Reliance fresh and Spencer’s have 100% recall rate. Customers feel that they should be informed about new products by executives and announcements. 10. The customer’s trends & buying behavior are influenced by many factors like price. 9. 5. still there are many brands in the market. 12. 8. 2. 13. Heritage.1 FINDINGS
1. 7. Reliance fresh and Spencer’s are reasonable price. 6. Majority of the respondents Agrees that Brand motivates in buying a product. Customers of the age group 20-30 showed interest in giving their response compared to others. 14.

There are wide range of factors which influence the attitudes of the customer which are internal factors like quality of the products. In the case. and majority are influenced by neighbors and friends in using a new products which may cater their need or increase their prestige levels. means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Logo and tagline testing can be seen as a form of brand recognition testing. The customers have been shifting form using traditional products. Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications 3. In some cases brand recognition is defined as aided recall . mostly the younger generation. In fact. Conclusion
1.and as a subset of brand recall. brand recognition is the extent to which a brand name is recognized when prompted with the actual name. A broader view of brand recognition is the extent to which a brand is recognized within a product class for certain attributes. this is a good opportunity in capturing a huge market share. brand awareness has influence on buying behaviour of a buyer. Brand awareness. 4. Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand 2.5. In general. price of the products and advertisements and promotional issues and external factors like substitutes from competitors. but competition from rivals should also be taken care off and more product innovations must be done such a way that it should satisfy the customers to a maximum extent which would improve the sales volume.
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. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets.2.

As the customers are satisfied with Heritage.3 Suggestions
1. i. Reliance fresh and Spencer’s has to use various means to communicate the people about the new model. Reliance fresh and Spencer’s has good recognition and recall rate but it is not on the top of the mind of all the respondents. Reliance fresh and Spencer’s becomes very successful then the successive model is left unaware by most of the people as their concentration is on the successful model.5. Customer mindsets have been changing from using traditional products. 6. Heritage. As on the whole opinion of respondent about Heritage. to over come this problem. this must be provided to possible extent. As majority of the respondents feel that advertisement plays a major role in motivating and it is the driving factor in buying a product. 3. if a model produced by Heritage. Reliance fresh and Spencer’s is very good.e. it needs to maintain it with good Service. Rapid advertisements must be done in order to ensure the awareness of customers about new products. some of such means are. Customers are interested in trying new products but some ask for small trial packs for testing.. Store personnel must effectively use visual merchandising strategies like attractive and special displays. Event sponsorships. this is because of the impact of the previous model produced. announcements to let the customers know about newly launched products. 2. 56
. 8. it should be maintained and improved to a possible extent to ensure future business growth. as this is chance marketers and retail firms must concentrate on new and innovative products more and more. Thus it is clear that it still has scope in creating awareness. Reliance fresh & Spencer’s. 4. 9. From the survey it is clear that all the models are not equally aware in the market. 5. 7. and using Sports men as Brand ambassadors etc. Heritage. thus it is essential to concentrate on advertisement to increase their market share. It can be attained by aggressive advertisement and dominate the ads of other brands with Unique advertisements.

ANNEXURE
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Reputed known brand C. Excellent C.Which among the following feature/factors are influenced you to purchase items? A. Stylish look
2). Offers D. Good D. what did you feel about the advertisement? (
A. Low maintenance D.Questionnaire
I am student of MBA conducting a survey as a part of curriculum and would be grateful if you could spare some of your precious time and please fill this questionnaire Personal profile Name Age Gender Qualification Profession Income Area : : : : : : : ( )
1). Good service B. Performance
C. Price C. Low B. Price B. News paper D. How did you first hear about super market?
A. No. Satisfactory B.What is the first thing that comes to your mind when you think about super market?
A. of products A. Response
(
)
3). What comes to your mind when you think of super market?
A. Bad
)
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. Low maintenance D. TV C. How do you rate prices offered by this super market?
B. If you have seen the advertisement of this super market. Medium D. Very Low
(
)
4). Internet
(
)
6). High performance
(
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5). Magazine B. High C.